“Delegates coming to WPRF2014 will write a new chapter of a long narrative” says Anne Gregory, Global Alliance Chair

A narrative, a sort of fil rouge, connects the last two editions of the World Public Relations Forum, the 2010 one in Stockholm and the 2012 one in Melbourne. As our Chair Anne Gregory explains, “in 2010 the World Public Relations Forum in Stockholm had a legacy document called the Stockholm Accords, which sets the benchmark for public relations and communication management defining the activities that we’re involved in in bold terms as well as the contribution of communication is to organizations. Building on that, in 2012 in Melbourne we had the Melbourne Mandate which describes an aspiration for the role of communication in organizations building on the benchmark that was set in Stockholm.“

“In Madrid we’re going to take a step further and change our perspective: we’ll look externally and analyze how public relations contributes in society as a whole” said Anne Gregory. “In an age where there are new accountabilities and greater transparency, communication is a powerful transformational force and the WPRF 2014 in Madrid will the occasion for delegates to take part in the definition of a new leadership model with communication at its heart ” she added.